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Apple CEO Tim Cook made his television debut on Thursday night, sitting down for a one-on-one interview with NBC's Brian Williams. The interview was unsurprisingly sprinkled with what sounded like PR speak from Cook, and most of what he had to say mirrored what we already read from a similar Bloomberg Businessweek interview published yesterday. And while Cook wouldn't cop to having an Apple-branded TV set in the works, he did repeatedly say that Apple has an "intense interest" in the television market.

Still, there were a couple frank moments.

Williams noted that in the entire history of business, no other company had managed to constantly stay on top. There was a "natural cycle," Williams said, and eventually Apple would surely fade. "Don't bet against us," Cook retorted.

Williams asked how Cook felt about Samsung's recent ad campaign for the Galaxy SIII, which pokes fun at Apple customers who wait in long lines to get the latest iPhone. The ads paint iPhone users as unhip, suggesting the iPhone is something only your parents would use.

Williams also asked how Cook felt about former CEO Steve Jobs' passing, which seemed to happen rather suddenly despite his ongoing health problems.

"I always thought [Steve] would bounce back, because he always did," Cook admitted. "And, it wasn't until extremely close to the end that I reached a sort of intellectual point that... he couldn't bounce this time."

You can watch the full interview online at MSNBC (Flash required), and we have embedded a version uploaded to YouTube below. We think the 20 minutes is worth watching if just to catch a glimpse of Cook's high school yearbook photo, replete with fashionable perm.

I really enjoyed that interview. Brian Williams has a good way of being at ease with his interview subjects. Even if Tim Cook's responses were practiced beforehand with Apple's PR department, it was still an interesting look at him when he wasn't giving a product introduction.

You know what is odd, in a way the hardball questions (is apple going to decline someday, what do you think about the competition) are really softball questions. Any CEO asked about his company’s future is going to say "don't bet against us" or "our future is bright", often even 2 weeks before bankruptcy.

Actually, I think Cook should have said about the commercials something like "it just shows Apple's products are the measuring stick for innovation and our competitors know it."

Well I think it's pretty much a given Apple will eventually come down off the high they've been on since 2007. He's not going to say that though, why would he? I think it's just a matter of how long the ride's gonna last.

"Flash required"Do people really need this warning? All my devices can play flash video without any problem (phone, computer, Android and Win8 tablets).

Yes this warning is needed because if you're behind a big company firewall, you can't watch anything flash. HTML5 video on the other hand does get through, at least that's what I think ESPN is using because I can watch video from them.

Well I think it's pretty much a given Apple will eventually come down off the high they've been on since 2007. He's not going to say that though, why would he? I think it's just a matter of how long the ride's gonna last.

It's been since the iPod actually... so closer to a decade. But I still believe they will fade. It's inevitable.

Well I think it's pretty much a given Apple will eventually come down off the high they've been on since 2007. He's not going to say that though, why would he? I think it's just a matter of how long the ride's gonna last.

Well yes, eventually the Sun will expand to a red giant and fry the earth, so the ride must end sometime.

In technology, there is the foreseeable future, which is about 5 years, maybe 10 years on broad strokes.

Then there is the unforeseeable future, which is completely off the radar.

Apples fall is in the unforeseeable future, which is largely irrelevant.

Well I think it's pretty much a given Apple will eventually come down off the high they've been on since 2007. He's not going to say that though, why would he? I think it's just a matter of how long the ride's gonna last.

2007? From where I'm standing they've been riding a high since the 2001 introduction of the iPod, Titanium PowerBook, retail Apple Stores, and so on until today.

There really hasn't been a lull for over a decade now and as far as I can tell they're not finished yet. The iPad mini still has room to go Retina and get an A6 (and then A7), the iMac/Mac Pro has room to go Retina (even though 4K/UHD is a matter of diminishing returns), iOS still has room to go multi-user (especially useful on the iPad), the iPad itself has room to get more powerful either through an Intel CPU or more Apple SoC designs, and of course Apple has room to introduce additional iOS device form factors (an AIO design and a laptop design are both conspicuously absent given they have the handheld and set top box designs). They have also offered content in every form factor except apps on their Apple TV, meaning there is still room there to push the Apple TV, too.

Any CEO asked about his company’s future is going to say "don't bet against us" or "our future is bright", often even 2 weeks before bankruptcy.

While you are certainly correct, the statement tends to ring especially true for the CEO of a company that has billions and billions in the bank.

I know a while back, someone (I'm almost certain it was on Asymco) estimated that they could stop making money and it would take them 7 years to go bankrupt. That figure has only gone north since then. I'm inclined to say that Cook is fine playing the "don't bet against us" card.

While in the grand scheme, sure, we all die in the long run, there's no reason to be on Apple's death watch. Plenty of companies have sustained themselves for decades. GE, 3M, AT&T, Microsoft… obviously, Apple is no Zynga or MySpace. So why is Apple destined to fail? Just because others fail? Just because it's not impossible? Well, duh. But is there some reason what it's doing will cause its demise? No.

There is nothing about Apple's approach that reliably predicts its failure. It's probably wise for folks to stop trying to pronounce its TOD.

All I know is that betting against Apple has earned me a lot of money in the last couple months, so thanks Tim Cook, but I'll bet against whoever I like.

I don't think Apple is in any real danger of becoming irrelevant, they have good footholds in the phone/tablet market. I thought their growth was unsustainable, and don't think they will be the big thing in perpetuity.

Well I think it's pretty much a given Apple will eventually come down off the high they've been on since 2007. He's not going to say that though, why would he? I think it's just a matter of how long the ride's gonna last.

2007? From where I'm standing they've been riding a high since the 2001 introduction of the iPod, Titanium PowerBook, retail Apple Stores, and so on until today.

There really hasn't been a lull for over a decade now and as far as I can tell they're not finished yet. The iPad mini still has room to go Retina and get an A6 (and then A7), the iMac/Mac Pro has room to go Retina (even though 4K/UHD is a matter of diminishing returns), iOS still has room to go multi-user (especially useful on the iPad), the iPad itself has room to get more powerful either through an Intel CPU or more Apple SoC designs, and of course Apple has room to introduce additional iOS device form factors (an AIO design and a laptop design are both conspicuously absent given they have the handheld and set top box designs). They have also offered content in every form factor except apps on their Apple TV, meaning there is still room there to push the Apple TV, too.

They were always doing decent as a business. They have a portion of the population that is religious about them, the ideas they introduce are/were well-marketed and well known, and when they succeed they often have an effect on the market as a whole. However, it was in 2007 that their current high really started. They weren't even close to the most valuable company in the world back then, and they were a good bit smaller than the likes of MSFT and GOOG.

Well I think it's pretty much a given Apple will eventually come down off the high they've been on since 2007. He's not going to say that though, why would he? I think it's just a matter of how long the ride's gonna last.

2007? From where I'm standing they've been riding a high since the 2001 introduction of the iPod, Titanium PowerBook, retail Apple Stores, and so on until today.

Apple PC market share was 2.5% in 2001. iTunes and iOS helped turn Apple into a juggernaut, which in turn got people interested in their laptops again as well. The shift in momentum began in 2001, but they weren't on top in 2001.

Apple is losing market share to Android right now. Apple will probably remain on-top as the largest corporation in the world for some time because they have tons of cash on their side.

The patent war could however blow-up in their face. And if Google can start offering their own Nexus Android devices on their cellular network with insane plans (Google is partnering with Dish Network on a new LTE network), then Apple could be in big trouble.

The big X factor is that neither have fully won over the enterprise sector and over time that could go either way.

They were always doing decent as a business. They have a portion of the population that is religious about them, the ideas they introduce are/were well-marketed and well known, and when they succeed they often have an effect on the market as a whole. However, it was in 2007 that their current high really started. They weren't even close to the most valuable company in the world back then, and they were a good bit smaller than the likes of MSFT and GOOG.

They were always doing decent as a business. They have a portion of the population that is religious about them, the ideas they introduce are/were well-marketed and well known, and when they succeed they often have an effect on the market as a whole. However, it was in 2007 that their current high really started. They weren't even close to the most valuable company in the world back then, and they were a good bit smaller than the likes of MSFT and GOOG.

Their transition to Intel definitely helped the companies financials but a glance at their 10 year performance shows the iPhone really shot the company through the roof (2008 recession not-with-standing). It's hard to argue against that when you look at their stock performance since that time frame.

Well I think it's pretty much a given Apple will eventually come down off the high they've been on since 2007. He's not going to say that though, why would he? I think it's just a matter of how long the ride's gonna last.

2007? From where I'm standing they've been riding a high since the 2001 introduction of the iPod, Titanium PowerBook, retail Apple Stores, and so on until today.

Apple PC market share was 2.5% in 2001. iTunes and iOS helped turn Apple into a juggernaut, which in turn got people interested in their laptops again as well. The shift in momentum began in 2001, but they weren't on top in 2001.

Apple is losing market share to Android right now. Apple will probably remain on-top as the largest corporation in the world for some time because they have tons of cash on their side.

The patent war could however blow-up in their face. And if Google can start offering their own Nexus Android devices on their cellular network with insane plans (Google is partnering with Dish Network on a new LTE network), then Apple could be in big trouble.

The big X factor is that neither have fully won over the enterprise sector and over time that could go either way.

They are starting to win over Enterprise. No one else has a coherent product line to compete, unless MS can gain a foothold quickly (we are testing Windows 8 phones and RT tablets now)

Apple is losing market share to Android right now. Apple will probably remain on-top as the largest corporation in the world for some time because they have tons of cash on their side.

They have the highest market value, but that is the only metric by which they could be considered the 'largest corporation in the world'. They are not the largest when it comes to sales, profits, or assets. Most valuable company is certainly a notable distinction.

Don't bet against Apple? Maybe not. They're a pretty powerful company now. But as history shows, they won't be tops forever. Look at Microsoft for instance, they used to be the big bad monster that stomped around like Godzilla. Now they're puttering around like an old man looking for his newspaper. Albiet a popular old man still. But they don't have the leverage they once did and I'm still not convinced that Windows8 is the right direction for them, but it's early still. Hey, maybe it will turn into a shot of Viagra for the old man!

Nice interview, but I feel strongly that painting Apple's changing of the dock connector as a "scandal" is retarded. Every time I snap that connector home in my iPhone 5 I'm happy...no up or down to check, presumably no broken pins in 1.5 years guaranteeing I'll be paying to fix the connector once before the device ends its useful life.

I have the feeling Apple - the company - is older than most of the people posting about business cycles and Apple's eventual fall. I'm also betting none of them have ever worked there.

I wouldn't bet against them either. Even at their weakest, they were still influencing the market in very big ways. It's absurd that PCs still shipped with floppy drives in 1998. Apple stood up and said so; where are all the floppy drives today?

Nice interview, but I feel strongly that painting Apple's changing of the dock connector as a "scandal" is retarded. Every time I snap that connector home in my iPhone 5 I'm happy...no up or down to check, presumably no broken pins in 1.5 years guaranteeing I'll be paying to fix the connector once before the device ends its useful life.

What gets me is that they made a change that immediately obsoleted tons of accessories (including built-in docs in cars) when they didn't have adapters ready right away AND the new connector is already immediately obsolete from a technology standpoint.

Well I think it's pretty much a given Apple will eventually come down off the high they've been on since 2007. He's not going to say that though, why would he? I think it's just a matter of how long the ride's gonna last.

It's been since the iPod actually... so closer to a decade. But I still believe they will fade. It's inevitable.

Yes, but they have a formula that works, that's not too hard to stick too, and that miraculously no other company is willing to implement: Simplicity.

Not simplicity on their user interfaces or devices, though that's part of it. But simplicity in their slim product line which translates into simplicity in manufacturing, simplicity in the supply chain, simplicity in the engineering, and simplicity in the marketing. All this adds up to huge margins.

Even when Apples products aren't as far ahead of their competitors Apple will remain in great shape so long as a customer can walk into an Apple store, see and try every product and walk out with one knowing it's not going to be replaced or discounted the next day. And know that it will be supported with software updates into the foreseeable future.

I really wish people would end this silly argument about how good or bad Apple products are.

Apple is as much a fashion company as it is a technology company, whether you like it or not. Once you realize that, their choices become reasonable/acceptable. When they sacrifice some functionality to offer better form, it should not shock people. Just like a Louis Vuitton purse doesn't offer better utility simply because it has a bunch of L's and V's emblazoned on it, an Apple computer isn't necessarily better because it has an Apple logo (but it is prettier than most other, if not all, computers available in the market today).

With that in mind, Tim Cook is probably right to say that people should not bet against Apple, since fashion is something that always sells.

I've always been a PC user, and have never owned an Apple computer, but sometime next year, I plan to set up a computer desk in our living room (right now my desk is in the bedroom, but we'd like to make the space less cluttered), and I do plan on getting an iMac, because it just looks pretty, and is going to blend into the living room space as a decorative piece (and also be a computer we can use to do what we need/want).

So this argument about hardware, PC vs Mac, iPhone vs Android, and so on, is (mostly) pointless.

This comment probably should also be posted on the new iMac review article.

The patent war could however blow-up in their face. And if Google can start offering their own Nexus Android devices on their cellular network with insane plans (Google is partnering with Dish Network on a new LTE network), then Apple could be in big trouble.

I really want to see Google do to the broadband industry what Apple has done to the tablet & phone industries: drive improvement, even if they aren't themselves always the source of it, or on the cutting edge. And I'd love for Apple to have some real competition--which Google/Android have started to do, but I don't think they're yet converting Apple users on an appreciable scale, nor are they driving Apple's innovations and design decisions yet (though perhaps they should be--I feel like Apple is resting on its laurels a bit lately).

On another interview topic: I played with an Apple TV for the first time recently. I've used other media players (like the Google TV interface, Sony, Roku), and, damn, I wish that Apple had enough presence in the TV market to drive others to improve their interfaces. Mind you, I have yet to find an equivalently good interface even in the music sphere: Why can't I search for, say, the latest How I Met Your Mother across Hulu, Netflix, Amazon, iTunes, and wherever else I have a subscription or access, all in one fell swoop? Though at least searching each of those (except Amazon--if Apple TV would play Amazon streaming video, I might be sold) sequentially via the Apple TV would be considerably less painful than with the alternatives. Anyway, nevermind the hardware--from the software/UI side of things there is *plenty* of room for Apple to innovate in the TV market. The licensing required might prevent it, but the TV experience is still pretty craptastic, especially given all the amazing things we can do now (relative to video viewing even as recently as 3 years ago).

While we can all speculate about whether Apple will fade, if you put it in context, it isn't Apple we should be worried about. Because Apple has a strong presence on desktop and mobile platforms;, and on mobile, their revenue and browsing share is far ahead of the others. They have a very long way to go down.

Who we should be worried about are the traditional PC manufacturers. PC sales have been stagnant for many quarters now. While during this same multi-year period, Mac sales have continued to grow faster than PC sales. Now, PC companies would like to have some kind of life ring to grab onto, but there doesn't seem to be one. Windows 8 isn't doing it (so far), and most of the PC companies have no mobile presence at all. While Apple does. Even if Apple went into a decline, their desktop/laptop and mobile platforms are still more solid than what most (all?) PC companies have right now. PC companies are flailing because they have nothing to put up in the high-growth categories of smartphones and tablets, nothing to go up against Windows Phone and Surface (not to mention Android, iPhone, and iPad) and they're failing to grow their PC businesses the way Apple still does. When you realize this, Apple fading is really not the biggest concern here.

I really wish people would end this silly argument about how good or bad Apple products are.

Apple is as much a fashion company as it is a technology company, whether you like it or not. Once you realize that, their choices become reasonable/acceptable. When they sacrifice some functionality to offer better form, it should not shock people. Just like a Louis Vuitton purse doesn't offer better utility simply because it has a bunch of L's and V's emblazoned on it, an Apple computer isn't necessarily better because it has an Apple logo (but it is prettier than most other, if not all, computers available in the market today).

With that in mind, Tim Cook is probably right to say that people should not bet against Apple, since fashion is something that always sells.

I've always been a PC user, and have never owned an Apple computer, but sometime next year, I plan to set up a computer desk in our living room (right now my desk is in the bedroom, but we'd like to make the space less cluttered), and I do plan on getting an iMac, because it just looks pretty, and is going to blend into the living room space as a decorative piece (and also be a computer we can use to do what we need/want).

So this argument about hardware, PC vs Mac, iPhone vs Android, and so on, is (mostly) pointless.

This comment probably should also be posted on the new iMac review article.

You're on to something but you went too far. Iphones have the best mobile gaming selection. They also have the best integrated music controls. UI design is often a matter of taste/familiarity, but they certainly are better than, say, old RIm devices. Macs have a Unix underpinning that can be astoundingly useful in certain fields, esp. scientific.

Yes, they have an emphasis on design that sometimes overwhelms functionality, but describing them as a fashion house is going too far. Some folks certainly purchase on those criteria, but it's hardly a fair characterization.

Like, people buy Windows PCs to play games, but that doesn't make Dell a console maker. The Raspberry Pi can be used to control a furnace, but that doesn't make them an HVAC outfit. If Apple was only fashion, they'd ship Windows and Android devices. They'd sell branded clothing (maybe they should, actually).

Their stuff is as functional as anyone's and broadly price competitive (premium pricing, not luxury pricing). I mean, that's why you can purchase a Mac on looks - because it does a ton of stuff, too. I assume your house isn't full of pieces of useless shiny aluminum artwork. No one's is, really (maybe Jony Ive).

The patent war could however blow-up in their face. And if Google can start offering their own Nexus Android devices on their cellular network with insane plans (Google is partnering with Dish Network on a new LTE network), then Apple could be in big trouble.

I really want to see Google do to the broadband industry what Apple has done to the tablet & phone industries: drive improvement, even if they aren't themselves always the source of it, or on the cutting edge. And I'd love for Apple to have some real competition--which Google/Android have started to do, but I don't think they're yet converting Apple users on an appreciable scale, nor are they driving Apple's innovations and design decisions yet (though perhaps they should be--I feel like Apple is resting on its laurels a bit lately).

On another interview topic: I played with an Apple TV for the first time recently. I've used other media players (like the Google TV interface, Sony, Roku), and, damn, I wish that Apple had enough presence in the TV market to drive others to improve their interfaces. Mind you, I have yet to find an equivalently good interface even in the music sphere: Why can't I search for, say, the latest How I Met Your Mother across Hulu, Netflix, Amazon, iTunes, and wherever else I have a subscription or access, all in one fell swoop? Though at least searching each of those (except Amazon--if Apple TV would play Amazon streaming video, I might be sold) sequentially via the Apple TV would be considerably less painful than with the alternatives. Anyway, nevermind the hardware--from the software/UI side of things there is *plenty* of room for Apple to innovate in the TV market. The licensing required might prevent it, but the TV experience is still pretty craptastic, especially given all the amazing things we can do now (relative to video viewing even as recently as 3 years ago).

This works on roku, it was their latest advertised feature. I found it useless. Who subscribes to multiple media subscription services AND has a roku?

They really need an app store, if only for Amazon video. Then the apple tv would be competitive with roku. Airplay is compelling, but I'm not sold on using my phone constantly this way, esp in a family setting. Too gimmicky from the so-called champion of elegant simplicity.

Really? On a long enough timeline, no company will last forever. If you're patient enough, betting against Apple is a guaranteed win.

A meaningless statement.

On a long enough timeline, you're going to die before Apple will fail.

Incorrect. They've risen, fallen, and risen again in my lifetime. It's certainly possible on somewhat short time scales. Besides we're not talking about failure as in going out of business failure but simply a fall from being where they are now to being where they were 10 or so years ago; e.g. a company that made money from their loyal fanbase and showed innovation but wasn't nearly the trendsetter they are now. Why don't you believe this is possible? It happens all the time across many different fields.